CUSTOMERS HAVE JOBS TO DO
EVI applies the theories of Clayton Christensen in the real world. He asserts that every customer has a “job to be done.” One customer may need to get lightweight eyeglasses. Another wants to go on a mini-vacation to forget a break-up. A third wants to buy a computer they can put to work. Each of these jobs is described in the video below by real-world customers. They were willing to pay hard-earned money to get their job done.
A BRAND PROMISES THE JOB WILL GET DONE
Customers make deliberate choices to rely on brands to solve problems that are not fun or easy to do on their own. By default, they expect a swift and effective outcome based on the promise made by each brand. They even hope to experience some delight during the interaction. The their friends stories of great experiences, showing they have good judgement. Markets grow rapidly through word-of-mouth when brands exceed expectations.
IT MATTERS WHETHER THE PROMISE IS KEPT
Bain & Co. found that increasing customer retention rates by 5% increases profits by as much as 95%. EVI focuses on building scalable systems that will enable your brand to delight the customer consistently. Tempkin Group calculated that a moderate increase in Customer Experience generates an average revenue increase of $823 million over three years for a company with $1 billion in annual revenues.
CUSTOMER VIDEO SERIES: LISTENING & LEARNING FROM REAL PEOPLE WHO JUST WANT TO GET THEIR JOB DONE RIGHT
Every single video illustrates that the customer’s brand experience was not an isolated incident, but symptomatic of a systemic problem. EVI focuses on systemic solutions, from technology and processes to people and training.
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Q: DO QUESTIONS FOR CUSTOMERS HAVE BIAS?
A: It is always better to give customers a way to tell you what they really think, than to ask your own questions. Marketers have biases and preconceived ideas about customers. Unstructured feedback loops provide a better way to gain insights.
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Q: DO YOU HAVE A FEEDBACK LOOP TO IMPROVE WHAT YOU DO?
A: It is not enough to have a pop-up window on a webpage asking what the customer thinks even before they do anything. A brand can only consistently delight customers by recording a combination of feedback as well as behavior. The cloud is ideal for collecting and analyzing vast data.
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HOW DOES YOUR BRAND ANIMATE THE OVERALL STRATEGY OF THE COMPANY?
A: Brands are not just logos and trademarks. Brands are a series of choices that guide people at a sub-conscious level. They guide employees, customers, and even investors to remain emotionally involved with the lifestyle or culture of the brand.
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Q: WHAT MAKES ENDURING BRANDS RESONATE OVER TIME?
A: At the core of any great brand is its human appeal. If it can touch a person's emotional core, the brand has the potential to gain a person's loyalty. EVI brings design thinking to the entire process, from design to programming, from messaging to architecting efficient workflows.
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Q: HOW DOES YOUR BRAND KEEP UP?
A: Customers expect brands to resonate with where they are now in their lives. Digital transformation is a vital tactic to assure customer intimacy can be scaled across an organization. Cloud computing is the most agile way to adapt and grow a brand.
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Q: WHY DOES BRAND LOOK AND FEEL MATTER?
A: Brands are not just logos and trademarks. Brands are a series of choices that guide people at a sub-conscious level. They guide employees, customers, and even investors to remain emotionally involved with the lifestyle or culture of the brand.
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Q: CAN YOUR CO. KEEP ITS BRAND PROMISES?
A: Cloud computing enables essential online business processes to be replicated throughout an organization. Combined with the personal touch and elegantly simple user interfaces, these processes are based on business rules designed specifically to deliver the desired customer experience.
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Q: HOW DOES THE BRAND PROMISE RELATE TO THE LOGO?
A: The greater the frequency of exposure to BOTH the trademark and the brand promise, the greater the recall among consumers. Consistency is key, in the messaging, promotions, training of staff, and ability to execute the promise.
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Q: WHY IS A BRAND MORE THAN A LOGO?
A: At its best, a brand has equity that is based on much more than the intellectual property associated with its trademark, service mark, or trade dress. The best brands are aspirational and appeal to consumers on an emotional level.
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Q: WHAT DO BRAND PROMISES HAVE TO DO WITH CLOUD COMPUTING?
A: Companies have a difficult time consistently delivering what they promise to customers. Cloud computing offers scalable processes that can be architected to be on-brand. Enterprise Value Integration specializes in doing this.
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Q: WHAT IS THE RELATIONSHIP BETWEEN BRANDING AND CUSTOMER VALUE?
A: Powerful brands make clear and compelling promises to the markets their companies serve. Customers build relationships with brands over time that deliver value to them. Value is reciprocal. They spend money and the brand solves a problem.
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Q: WHY DOES CUSTOMER VALUE OFTEN GET LOST IN ENTERPRISES?
A: Public companies are under pressure to generate value for shareholders. Management compensation is aligned with increasing stock price. This has resulted in cost-cutting without regard to whether a process serves customers.
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Q: WHAT SERVICES ARE PART OF THE EVI OFFERING TO CLIENTS?
A: EVI has four practice areas: 1. Honing the visual and descriptive language of the brand; 2. Connecting brand promise to business processes; 3. Applying systems to measure performance; 4. Analyzing data, making recommendations, and implementing process improvements.
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Q: WHAT TECHNOLOGY AND SYSTEMS DOES EVI BRING TO CLIENT ENGAGEMENTS?
A: To start, we have a proprietary quantitative assessment tool that enables a client to determine how much value can be generated as we work together. A client can dial up or down the values and boundaries. We keep a record of your preferences and execute within your parameters.
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Q: WHAT DOES ENTERPRISE VALUE INTEGRATION DO FOR ITS CLIENTS?
A: EVI is a new breed of management consulting firm, bringing a combination of technology and services to enable CIOs and CMOs to work together more effectively to keep brand promises to their customers or consumers.
CUSTOMER EXPERIENCE
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QUANTIFYING USER EXPERIENCE (Measuring U)
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